On the flip side, emotional certainty is based on a gut feeling that something must be good. Once it hits us, we feel a craving inside that simply must be fulfilled, even if there’s a heavy price to pay for fulfilling it. Unlike logical certainty, emotional certainty has to do with painting your prospect a picture of the future where they’ve bought

before there’s any chance of a prospect buying a product, they first have to be absolutely certain that the product makes sense to them, insofar as it filling their needs, eliminating any pain they might have, being a good value for the money … and so forth. So—the first of the Three Tens is your product.

Selling is everything in life. In fact, either you’re selling or you’re failing. You’re selling people that your ideas make sense, your concepts make sense, your products make sense: you could be a parent selling your kids on the importance of taking a bath or doing their homework; you could be a teacher selling your students on the value of

The bottom line is that you have four seconds until someone rips you apart, compartmentalizes you, judges each piece, and then puts you back together again based on how you were perceived. And if those three aforementioned things—being sharp as a tack, enthusiastic as hell, and an expert in your field—haven’t been established firmly in your

And I told them to act as if. I said, “Act as if you’re a wealthy man, rich already, and you will become rich. Act as if you have unmatched confidence, and you will become confident. Act as if you have all the answers and the answers will come to you!”

“When you’re speaking, it’s directed. It’s powerful. Your words have meaning behind them; and the meaning is to create massive certainty in the mind of your prospect as you move him down the straight line, from the open to the close.”

Again, it doesn’t matter what line of work you’re in or if it’s business or personal. We’re always trying to convey our thoughts and ideas and hopes and dreams in a way that not only moves people to take action but that also gets us what we want in life too.

In addition, once the prospect has come to this positive conclusion about you, their brain will instantly extrapolate your value to its logical end, which is: You can help them achieve their goals. You can help get them what they want in life.

When you immediately establish these three things, they roll up into one simple fact in the prospect’s mind, namely that you’re a person worth listening to.